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CoolServe Inc.
“Be Cool – Save Energy, No to Wastes”

“Be Cool – Save Energy, No to Wastes”

 Business Summary Contact Information
Engr. John Bryan A. Aldovino
This is a sustainable cooling chamber for farmers for them to store their crops. According to
the beta testing, about 25% of the energy consumption of a regular cooling system is conserved.
becoolteam@coolserve.org.ph
There will also be sensors and programs that can be accessed using an android mobile phone 09167566263
that will tell if the quality of the food is about to change. The control of the CoolServe is also Makati, Philippines
available in android phone application having an easy-to-understand interface for farmers. The
CoolServe has several solar panels attached to its energy network to further optimize the energy
consumption of the CoolServe. It is in a size of a walk in closet with several storage boxes Founding Team
inside. This will help the farmers manage and regulate their crops. Furthermore, the application
Aclan, Renz / Chief Technology
connected to CoolServe will also have a dashboard for market and forecasts for them to monitor
and potentially increase their profitability while maintaining the optimum level of produce and Officer
having no wasted crops. Aldovino, John Bryan A. / CEO
Aprid, Aldousch / Chief Financial
Officer
Problem
Comita, Christine Joy / Chief
Food loss and waste is deemed as a decrease in the quantity or quality of edible food that is Marketing Officer
intended for human consumption. The redirecting of edible food to be used as animal feed,
converting food to bioenergy and dumping into landfills are examples of a decrease in quantity. Salto, Bryan / Chief Operating Officer
It is important to distinguish between food loss and food waste and the circumstances of their
occurrence, especially when identifying causes and developing solutions and interventions to
address this issue. In order to reach a sustainable development goal that ensures zero hunger
and sustainable agriculture, this is one of the problems that must be prioritized and made a
solution for.
Food loss is mainly caused by the malfunctioning of the food production and supply system
or its institutional and policy framework. This could be due to managerial and technical
limitations, such as a lack of proper storage facilities, cold chain, proper food handling practices,
infrastructure, packaging, or efficient marketing systems.
Food waste refers to the removal from the food supply chain of food which is still for human
consumption. This is done either by choice or after the food is spoiled or expired due to poor
stock management or neglect.

Solution
Improving on-farm storage facilities to reduce post-harvest losses should be coupled with
proper strategies and interventions to enhance access to markets. In low-income countries,
solutions should first and foremost take a producer’s perspective, e.g. by improving harvest
techniques, farmer education, storage facilities and cooling chains. In industrialized countries on
the other hand, solutions at the producer and industrial levels would only be marginal if
consumer education and appropriate stock management at retail level is not in place.
With this, we present our prototype walk-in sized cooling storage which is low-cost. It comes
with and integrated program which monitors and forecasts the market and which can be helpful
in potentially increasing the profitability of the farmers. CoolServe Data Mining and Analytics
uses historical data for a given location and produce. The data from analytics is then put through
the proprietary forecasting code and presented to farmers in form of a mobile application which
informs them on expected prices for the storage duration of the produce.
Moreover, government investment on capacity building for agriculture and infrastructure and
policy support to facilitate market access for farmers and to provide an enabling environment for
private sector investment is a non-negotiable factor to reduce food loss and waste.

Target Market
Our target market shall be the farmers around the world. As described for low-income
countries, it is much better to improve their storage quality and cooling systems in order to not
lose a significant amount of food in the supply chain. It is believed that about 30% of the food
produced for human consumption globally is lost or wasted somewhere along the food supply
chain. (Rezaei, M., Lin, B, FAOstat Organization, Food Technologists, Statisticians)

Marketing Strategy
Our organization will be providing enough data that this certain innovation will greatly
increase the productivity and profitability of the farmers while still achieving the goal of having no
food loss and food waste in the food supply chain. This will be achieved by showing the

“Be Cool – Save Energy, No to Wastes”

 government or even local government beta-testing in order to provide real-time results.
Moreover, the organization will also be having an investor from and some charitable
organization that supports the same agenda as our organization. This will provide is significant
help in order to optimize the creation of the said prototype. The organization will be maintaining
the cost-efficiency of the prototype from the materials of the innovation to the programming of
the application in order for low-income countries to still avail and install the prototype with the
help of the government.

Another method for the revenue of the organization is the proposal of a cost per click model
advertisement. Most of the advertising networks follows Cost per Click (CPC) model for their
ads. So whenever user click on the ads in the app, few pennies will be added to your pocket.
Optimal Click through ratio (CTR) for apps is around 1.5 - 2 %. The average revenue per click
(RPM) is around $0.10 for banner ads. It differs based on type of ads. Banner ads provide the
lowest RPM, Interstitial ads have moderate RPM ($1-3) and Video ads provide the best one ($5-
10).

Competitive Advantage

CoolServe’s tracking module manages the produce coming into and out of the system and
provides a holistic farm management tool. The module provides alerts when the quality of the
produce is about to change, how long it can be stored, cooling energy consumed, and alerts for
the user to know if the produce goes outside proper conditions. The module links to CoolServe’s
market analytics module to give the user real time and future price forecasts to sell or buy
produce at a better price. It can inform the user of the nearest cold storage unit and buyers or
sellers for the produce. The data and statistics will be provided of course by the countries
statistics for agriculture and market. It is also believed to be optimized to consume at least 20%
more efficient than normal cooling units.

Business Model
In accordance to the financial calculations of the organization, for a target of 1% of the farm
holdings in the Philippines which is roughly 55,600 farms/holdings, with the use of the
CoolServe, the expected increase in annual gross output is about 25%. With this, if the
government will be funding the proposal, the government is expected to have a 4.56 payback
period and a return of investment of about 26.43%.

Moreover, the organization will also have a total of Php 6,180,740.64 annual revenue from
cost per click banner advertisement. The programming of the application costs Php
1,552,800.00 which is a one-time payment.

“Be Cool – Save Energy, No to Wastes”